Whether your call to action (CTA) is a button or a link, don’t get too clever. Speak directly to your supporter and tell them exactly what you want them to do. In our tests, this always increases conversion.
Less effective CTA text
“CruelCompany™ needs to hear that animal abuse is not okay!“
More effective CTA text
“Click here to tell CruelCompany™ that animal abuse is not okay!”
CTAs can build meaning when they describe the outcome your action is seeking. Outcome-oriented links and buttons articulate uniqueness and reinforce your theory of change.
Outcome-oriented CTA button examples:
- “Free hens now”
- “Shut it down”
- “Expose the truth”
That said, simple directions like “Sign the petition”and “Donate now” never fail! If your action page sends emails to a campaign target, avoid using CTAs like “send an email” (people know to send emails from their email program; not your website). Instead, choose labels like “Take action” or “Speak out now”. Only ask supporters to “email” when you are offering up a mailto: link.
Was this tip useful?
Don’t let these ‘cognitive biases’ hurt your conversion rates 
Never assume anyone knows what you’re talking about 
Picture this when writing your next headline... 
Why we need to stop thinking about email as a ‘broadcast’ medium Get a free weekly digital strategy tip:
Unsubscribe any time. We respect your data. View the privacy policy.
Hi there! I’m Karen. I’m on a mission to reach my former self. Had I known 10 years ago what I know today, I could have achieved more good, made fewer mistakes, and had more weekends. Every time we share what works, we win faster. Let’s create digital experiences that move people — that grow our base and fuel our movements. Are you with me? Please share this with someone you know who wants to up their digital game!
Like this tip? Share it!
